3. 01 COVER PAGE
02 COPYRIGHT
03 TABLE OF CONTENTS
04 ABOUT US
05 LOGO USAGE
06 LOGO COLOR USAGE
07 BRAND COLORS GUIDE
08 TYPOGRAPHY USAGE
09 STATIONERY
10 BOX PACKAGING
11 BOTTLE PACKAGING
12 COMPLETE PACKAGING
13 ADVERTISING
14 BAG DESIGN
15 SIGNAGE
CONTENTS
4. OUR MISSIONMOONFLOWER STRIVES TO PROVIDE THE BUSY 21ST CENTURY
WOMAN WITH A PERFUME THAT LASTS THROUGH EVERY ASPECT OF
HER DAY AND INTO THE NIGHT.
ABOUT US:
Moonflower tattoos you with the empowering fragrance of night blossom with notes of vanilla and sandalwood. With one
spray you’re walking in a garden at midnight, and that’s why Moonflower is the best-selling perfume of 2018. With over 200
stores through the United States, Moonflower is the fragrance of the modern woman. This booklet serves to explore what makes
Moonflower the bottled experience that has enraptured those wearing it across the country. From the logo that represents us
down to the bag our perfume is carried out of the store in, this book covers every aspect of what we do at Moonflower.
Started by founder Katherine McCartan in 2017, Moonflower was created with the vision of a fragrance that could comple-
ment the women who don’t have time to re-apply perfume through the day. What began as a small entrepreneurial dream has
blossomed into a national name, and in the span of a year, Moonflower has grown into a household name.
5. LOGOS
Full Flower Usage
The full flower logo is an integral symbol of Moonflow-
er and featured mainly on packaging. Works best when
featured alone, like on stamps, or worked into a piece like
the box label. It has a more casual design when compared
to the half flower logo, and should be used for more
casual placements. It is versatile in size and can be sized
up or down to fit is application, but not stretched or
warped.
Half Flower Usage
The half flower logo is the most prominent symbol of
Moonflower. It’s featured on signage, packaging, statio-
nery, and other branded products. This logo is more
formal, and works better on professional usage, like
office stationery. Its minimalist design can be used in
both busier or stand-alone uses, for example, the bottle’s
label. It is versatile in size and can be sized up or down to
fit its application, but not stretched or warped.
Text Logo Usage
The text logo is used widely across the branding of
Moonflower. It works well as a signature on presentations
and pamphlets as well for more horizontal applications,
like the Moonflower shopping bag. This logo works best
when slightly larger, to help readability, but shouldn’t be
stretched or warped.
6. LOGO COLORING
Black Variations
The black symbol and text logos are only used for stationery, and never appear on merchandising. The full flower in black
is mainly used for specialized stationery, like office memos and other more casual interactions. The full flower logo is more
playful and less professional, so it can be used with less attention. The half flower logo in black is used solely for professional
stationery. Its more minimalist design should be used in cleaner, more spacious settings. The text logo can be used for docu-
ment and letter headers, as well as a branding stamp on stationery. The black variations are best with white backgrounds.
White Variations
The white symbol and text logos are used more broadly with signage and merchandising. The full flower in white is used on
some in-store signage and promotional items. The half flower is most important of the white logos, it’s very important to the
Moonflower branding as the base for the light box signage. The white text logo can be used for specialized promotional items
and is best used on horizontal bases. The white variations are best used on grey and indigo backgrounds.
7. BRAND COLORS
222361
7C7DA0
121423
Primary Indigo Color:
Used for all packaging
text and most logo
coloring.
Secondary Indigo Color:
Used for light packaging
backgrounds.
Tertiary Indigo Color:
Used for dark packaging
backgrounds.
8. A B C
TYPOGRAPHY
A B C
FUTURA
MEDIUM
UPPER CASE
NO LOWER CASE
BODONI
BOOK STYLE
UPPER CASE
LOWER CASE
Futura is Moonflower’s main typeface for branding and the logo. It’s used in all capitals in all its
implementations, and the lowercase is never used. Its main uses are the logo on the box and
logo, but can be used for headings and titles, and small segments of important text. Only the
medium style is used, and only kerning is occasionally changed, the text is never stretched or
warped.
Bodoni is Moonflower’s secondary typeface, mainly used for large bodies of text and occasional-
ly as a secondary title font. It’s main uses are for fine text on packaging and the main typeface for
all large bodies of text on company stationery. Bodoni can be used in both upper and lower case.
Only the book style is used for promotional items, but bold and italic can be used for casual use.
9. STATIONERYPrint material uses almost every aspect of Moonflower’s branding. The envelope features the pattern of dual
toned leaves, with a color block look with the top flap being indigo, with the address and logo in the bottom
corners. For the letters, the blank memo note also uses the Moonflower pattern with the text logo featured at the
top, leaving blank space underneath for writing. The second letter is for printed memos, using the flower mark
in the corner and basic name on top. The business card carries a similar look with information and the flower
mark, as well as some line detail. The back of the business card brings the pattern back in and the text logo.
10. BOX PACKAGING
The boxing for Moonflower per-
fume is minimalist and linear, like
the rest of the branding. The pale
background and accented design is
a pattern of the crescent moon fea-
tured in the middle of the logos.
The moon was doubled into petals
for the flowers and for the back-
ground. The design on the front of
the box is a re-imagined version of
the full flower logo and combined
with the stem of the text logo. The
box design also features the half
flower logo on the top and the text
logo on the side.
MOONFLOWER
EAU DE PARFUM
6.7 FL OZ
5.5”
3.5”
11. BOTTLE PACKAGING
The bottle packaging for Moonflower is based on the day and night feature of the brand. While the light
version is what the packaging and perfume looks like in regular light, the dark version shows the luminescent
quality of the glass of the bottle, creating a beautiful and aesthetically pleasing bottle that looks as good as it
smells. The half flower logo is the only thing featured on the label, creating a clean and minimalistic feel. The
tinted glass of the bottle provides the illusion for the Moonflower perfume, casting a dark shadow onto the
long lasting formula during the day and lighting it up at night. The label also follows the illusion, using a solar
awareness like many glow-in-the-dark products. It has a glowing, luminescent property in light, but darkens
at night, allowing the glowing quality of the bottle to shine.
13. ADVERTISING
Simple advertising is key for Moonflower’s brand. Like other perfume giants before it,
symbol recognition is important for the brand to grow. A simple billboard with the logo and
name cast the simplicity of the brand into a street advertisement. However, like all the other
branding for Moonflower, it’s day and night, so at night, this ad glows in the dark, bringing
attention to it even in the dark.
14. BAG DESIGN
The bag design for Moonflower’s in-store shopping bags utilize the text logo in indigo to make use
of the horizontal space of the bag. The two designs represent the theme of the brand, day and night.
Alternating bags in store keep visual interest by having the light and dark backgrounds. The logo is
blown up to fit the size of the bags, which are sized to perfectly fit the box size of Moonflower. While
the box is 5.5” by 3.5”, the bag allows for comfortable space to keep the bottle safe in an aesthetically
pleasing case.
15. SIGNAGE
This example of outdoor signage for Moonflower shows another example of the day and night branding.
While the half flower logo is used for the day version, at night the sign lights up in a diluted indigo shade. Using
just the simple text logo in Futura font, the logo is kept simple and sophisticated for this signage.
